(eBook PDF) Advertising & IMC: Principles and Practice, Global Edition 11th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1292262060
- ISBN-13 : 978-1292262062
- Author: Sandra Moriarty, Nancy Mitchell, William D. Wells, Charles Wood
For courses in introductory advertising. Increase the relevancy and effectiveness of marketing communicationsAdvertising & IMC: Principles and Practice presents the strategic use of communications to engage different types of consumers.
Table contents:
- Strategic Brand Communication
- Advertising
- Public Relations
- Action and Interaction: Direct Response and Promotions
- How Brand Communication Works
- Strategic Research
- Segmenting and Targeting the Audience
- Strategic Planning
- Creative Side
- Promotional Writing
- Direct Response
- Media Basics
- Paid Media
- Owned, Interactive, and Earned Media
- Media Planning and Negotiation
- IMC Management
- Evaluating IMC Effectiveness
- Social Impact, Responsibility, and Ethics: Is it Right?
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